Political Brands and Consumer Citizens: The Rebranding of Tony Blair

Margaret Scammell

166 citations0/0 files storedThe Annals of the American Academy of Political and Social Science

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Electoral Systems and Political Participation Marketing and Advertising Strategies Media Studies and Communication

Abstract

It has become commonplace to speak of political parties and brands. This article looks at the rise of the brand and explains how branding has become the cutting edge of commercial marketing. It examines how the brand concept and research techniques are used in politics and focuses in particular on the rebranding of Tony Blair in the run up to the 2005 U.K. general election. More broadly, it argues that branding is the new form of political marketing. If market research, spin, and advertising were the key signifiers of marketed parties and candidates in the 1980s and 1990s, “branding” is the hallmark now. It will argue that the brand concept has analytical value. It is not simply a convenient and fashionable term for image. Furthermore, it is a demonstration that we are moving from a mass media model to a consumer model of political communication.

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References

1996Emotional Intelligence 1999Political Marketing: Lessons for Political Science 1995Designer Politics 2005Brand Leaders: Clinton, Blair and the Limitations of the Permanent Campaign 2002The Fall of Advertising and the Rise of PR 2003The fall of advertising and the rise of PR 2002‘The mental world of brands -; Mind, memory and brand success’

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2015Human Branding in Political Marketing: Applying Contemporary Branding Thought to Political Parties and Their Leaders 2015Politics and Image: The Conceptual Value of Branding 2013Corporate Rebranding: An Integrative Review of Major Enablers and Barriers to the Rebranding Process 2009Considerations on the evolution of political marketing theory 2014Image is everything 2010Explications of political market orientation and political brand orientation using the resource-based view of the political party 2015Political Brand Equity Model: The Integration of Political Brands in Voter Choice

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